Planning for the East: Are you culturally equipped to take on the Chinese market?

This paper discusses the obstacles that Chinese culture could present to various stages of western brand and strategic planning, such as research, design, measurement and daily execution.

Planning for the East: Are you culturally equipped to take on the Chinese market?

Joanna Foyle

Introduction

China is seen as one of the most important markets for many international businesses. With a population of 1.4 billion and a booming economy, clients understand the great opportunities that the Chinese market provides. According to the latest International Advertising Forecast, China is anticipated to deliver 11.5% growth on adspend by the end of 2012.

With so much opportunity in the east, western companies are understandably eager to be a part of this lucrative business. It is known and understood that communications are...

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